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WARC reveals insights from the winners of the Cannes Creative Effectiveness Lions 2026

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Cannes Creative Effectiveness Lions 2026
Cultural insights, interactive experiences, strategic creator partnerships and platform-native ideas lead to commercial success
12 August 2026 – Strategically integrating cultural insights, interactive experiences, strategic creator partnerships, and platform-native ideas into campaigns are key drivers of commercial success, according to a new report by WARC, the global authority on marketing effectiveness.

‘Creative Effectiveness Lions – Insights from the 2026 winners’, identifies trends and themes common to the winners of this year’s Cannes Creative Effectiveness Lions awards category, which rewards creativity that has also met business goals and driven sustainable impact over time.

Based on WARC’s exclusive access to the jury deliberations and analysis of the entries, the report unearths insights into what makes a campaign both creative and effective, offers a behind-the-scenes view on the strategies that led to success, and provides takeaways for advertisers, agencies, media owners, people and planet.

Commenting on the report, John Bizzell, Content Lead, WARC, said: “This year’s winning Creative Effectiveness campaigns offer valuable insights for marketers, demonstrating how creative excellence can address genuine business and social issues while delivering meaningful growth.”

On the winners, jury president Bertille Toledano, CEO, BETC, Havas Creative Middle East and President of Havas Creative Network, commented: “The jury sought to award Lions to campaigns that delivered genuine impact on real people – the kind of campaigns you would discuss with your mother over lunch. We kept in mind the Creative Effectiveness Ladder to select the most effective creative work that embodied a cultural vision and a clear sense of what the brand stands for. These are the ones I’ll be telling my mother about.”

The three key themes of the Creative Effectiveness Lions 2026 winners are:

  • Rewrite cultural rules, don’t just reflect them

Cultural insight is a strategic business tool that helps brands actively focus on what connects people, and how to respond and innovate. Brands that move beyond surface-level understanding and instead use cultural analysis strategically can unlock new opportunities for growth, relevance and differentiation.

 

Brands should prioritize activation over observation, position themselves as cultural solutions, and focus on value exchange rather than transactional relationships.

Creative Effectiveness Grand Prix winner, Three Words for insurance brand AXA by Publicis France, transformed its home insurance offering to support victims of domestic violence in France by adding the clause ‘and domestic violence’ to its contracts, enabling emergency relocations for those in need.

Gold winner Pedigree’s Caramelo campaign by AlmapBBDO São Paulo, redefined the concept of ‘pedigree’ and increased the adoption of mixed-breed dogs in Brazil, particularly the culturally significant Caramelo, expanding its total addressable market.

  • Interactive experiences foster deeper brand involvement

Turning brand assets into interactive tools enables brands to deepen engagement, foster participation and create memorable moments for audiences.

Brands should embrace direct consumer participation utilising assets, leverage data to build credibility, and implement meaningful reward mechanisms to drive engagement.

Vaseline, the trusted skin healer’s silver-winning Vaseline Verified campaign by Ogilvy Singapore, engaged directly with creators to address misinformation about its product on social media to ensure safe usage among consumers.

Furniture retailer IKEA’s Hidden Tags silver campaign in Portugal by Uzina, Lisbon, encouraged customers to discover the hidden production dates on their products to build consumer trust and reinforce long-term brand commitment.

  • Strategic creator partnerships and platform-native ideas build brands

Creators are more than paid promoters; they can be authentic advocates who add real value. Platform-specific features earn community buy-in and mean reach continues when spend stops.

Brands should focus on integration rather than interruption, look beyond simple amplification, and meet audiences where they naturally engage.

Uber Easts, the food delivery platform’s silver-winning campaign Football is for Food, by Special US, transformed its NFL sponsorship into a purchase opportunity by embedding itself into the sport, linking football with food.

Bronze-winning campaign ‘U Up?’ by Rethink Canada for IKEA leveraged multiple touchpoints to create unexpected brand interactions into points of purchase for mattresses by turning consumer insomnia into immediate conversation.

WARC’s John Bizzell added: “This year’s jury talked a lot about context, from sourcing to metrics and culture. The jury wanted to see work that included well-sourced, credible data and metrics on what was the business impact. They also wanted to see cultural context – on an international jury, not everyone may understand why an insight is so important for a brand or category. Entrants should bear these factors in mind for next year.”

The full report is available to WARC Strategy subscribers. An upcoming WARC Podcast available from 20 August will discuss the findings.

 

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Afreximbank Announces Speakers for Africa’s Largest Compliance Forum

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Afreximbank

Bankers, compliance specialists and fintech leaders from more than 40 countries will explore how regulatory cooperation and technology can align compliance approaches, reduce barriers and advance intra-African and global trade

CAIRO, Egypt, November 3, 2026/APO Group/ –Afreximbank (www.Afreximbank.com) has announced speakers for its 2026 Compliance Forum, Africa’s largest compliance-focused gathering. Discussions will address regulatory fragmentation and barriers across Africa, improve access to correspondent banking services, and explore how technology can strengthen compliance and facilitate cross-border trade

 




  

Organised in partnership with the Botswana Investment and Trade Centre (BITC), the Forum will take place from 16 to 18 November 2026 at the Gaborone International Convention Centre in Botswana. Discussions will focus on strengthening regulatory cooperation, improving access to financial services and using technology to support effective compliance across African markets.

Confirmed speakers include Governor Lesego Caster Moseki, Bank of Botswana, Dr. Patrick Ndzana Olomo, Ag. Director, Economic Development, Integration and Trade, and Head of Economic Policy and Sustainable Development, African Union Commission (AUC), Luis Koberg, Founder and CEO of Klearium Group; Shane Ridel, CEO of Elucidate, Sophie Barre, Global Head of Risk and Compliance at Wave Mobile Money Group; Mr Mooketsi Ramanteba, Non-Bank Financial Institutions Regulatory Authority (NBFIRA), Nellie Nuyoni, Head of Private Sector, CBZ Holdings, Moira Mapundu, Head of Compliance, NMB Bank Limited and Boitumelo William of Continental Reinsurance. Compliance specialists from Dow Jones and Standard Chartered will also participate.

Mr Keletsositse Olebile, Chief Executive Officer of the Botswana Investment and Trade Centre, said: “Strong and predictable compliance systems build investor confidence, protect institutions, and create the conditions in which trade and enterprise can flourish.”

Under the theme “Better Compliance – Better Trade: Leveraging Compliance to Promote African Regulations that Advance Intra-African Economic and Trade Integration,” the Forum will examine how African markets can make their regulatory systems work more effectively together while preserving national sovereignty.

Idrissa Diop, Compliance Director at Afreximbank, said: “Our banks across Africa operate across very different legal systems, supervisory approaches and levels of digital maturity. Africa does not need uniformity at any cost. It needs interoperability that reduces friction while preserving regulatory sovereignty.

Our banks across Africa operate across very different legal systems, supervisory approaches and levels of digital maturity

“We invite regulators, compliance specialists, banks, fintechs, trade institutions and technology providers from across the continent to come to Gaborone ready to turn shared principles into practical cooperation, because better compliance can and should deliver better trade for Africa.”

The opening session, “Is Better Compliance Leading to Better Trade?”, will assess how regulatory cooperation can facilitate cross-border business. Other sessions will cover anti-money laundering and countering the financing of terrorism, sanctions, cybersecurity, consumer protection and the use of artificial intelligence in compliance.

Access to correspondent banking services will be a key focus. Luis Koberg, Founder and CEO of Klearium Group, said: “Many African banks continue to face barriers to accessing correspondent banking services. The reasons given often overlook a fundamental challenge: limited visibility across the payment chain. Improved transparency gives our industry the ability to accurately assess and manage risk, on a case-by-case basis with confidence.”

Delegates will also examine how fintech and risk-based onboarding can extend access to affordable financial services while meeting compliance requirements.

Sophie Barre, Global Head of Risk and Compliance at Wave Mobile Money Group, said: “Fintechs are rewriting the rules of financial inclusion and efficiency. By combining world-class technology with intelligent, risk-based onboarding, they can deliver affordable, simple and reliable services within a compliant ecosystem.”

The Compliance Forum will also feature an exhibition of AI-enabled anti-money laundering and counter-terrorist financing compliance systems. These demonstrations will let delegates engage with emerging technologies that can strengthen risk detection, monitoring, and reporting.

This Forum comes as artificial intelligence, automation, cybersecurity, third-party risk and diverging regulatory requirements place new demands on financial institutions. These developments reinforce the need for compliance approaches that reflect Africa’s regulatory, economic and institutional realities while drawing on global good practices.

ACF2026 will provide a platform for stakeholders to redefine compliance strategies for a changing financial environment and develop practical approaches that protect institutions while enabling more efficient movement of capital, goods and services across African borders.

For programme details and registration, visit ACF2026 (https://apo-opa.co/4iVtopG)

Distributed by APO Group on behalf of Afreximbank.

 




 

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Gas Exporting Countries Forum (GECF) Leadership Roundtable Brings Gas Producer Coordination to Paris

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Etu Energias

As African gas producers navigate rising domestic demand, global LNG competition and a renewed push for investment, the GECF Leadership Roundtable at the Invest in African Energy 2027 Forum will examine how greater coordination can support project development, market access and long-term gas monetization

PARIS, France, November 3, 2026/APO Group/ –Africa’s gas industry is entering a period in which cooperation between producing countries could become increasingly important. Demand is rising, LNG markets are being reshaped by geopolitical disruptions and new supply, while major gas developments across the continent continue to compete for capital.

 




  

Against this backdrop, the GECF Leadership Roundtable at the Invest in African Energy (IAE) Forum 2027 in Paris will bring the perspectives of gas-producing countries into a discussion focused on the commercial and strategic priorities shaping the sector.

The session comes as Africa continues to expand its role in global LNG markets. The GECF forecasts LNG exports from the continent to reach about 110 billion cubic meters (bcm), or 80 million tons per annum (mtpa), by 2030, rising to 215 bcm, or 160 mtpa, by 2050. The outlook spans producers including Algeria, Angola, Egypt, Equatorial Guinea, Mozambique, Mauritania, Senegal and Nigeria, while GECF projections point to growing LNG trade with Asia and within African markets.

Recent developments have reinforced the strategic value of that supply base. Tanzania’s long-delayed $42 billion LNG project has gained renewed attention as disruptions to Middle Eastern gas supplies have increased the value of diversified LNG sources, while ExxonMobil is advancing preparations for Mozambique’s Rovuma LNG project after years of delay.

For African producers, however, expanding exports is only one part of the equation. Domestic gas demand is rising at the same time that governments are seeking to use gas to improve electricity supply, support industrial development and create new revenue streams. That creates a need to balance export projects with domestic offtake, pipeline infrastructure, gas processing and gas-to-power development.

Coordination between producing countries can help address some of these challenges. Sharing experience on fiscal frameworks, project development, infrastructure and market access can help governments compete for investment while strengthening the case for regional gas infrastructure and cross-border trade.

The global market is also becoming more competitive. Reuters reported this month that gas and LNG infrastructure investment is expanding across multiple regions, with Asia accounting for the largest share of planned LNG import capacity. At the same time, disruptions to Middle Eastern supply have reinforced concerns around security of supply and increased the strategic importance of alternative producers. That creates an opening for African gas producers, but converting that opportunity into projects will require capital, infrastructure and credible long-term markets.

The GECF Leadership Roundtable at IAE 2027, taking place in Paris from May 11-13, will provide a senior-level setting to examine those issues alongside the investors and project developers needed to advance them. The wider forum is designed to connect African energy markets with global capital, with a focus on projects spanning gas, LNG, infrastructure and power.

For African gas producers, the question is how effectively its resources can be developed, connected to markets and converted into reliable energy and industrial growth. The Paris roundtable will put producer coordination at the center of that investment conversation.

Distributed by APO Group on behalf of Energy Capital & Power.

 

 




 

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Islamic Corporation for the Development of the Private Sector (ICD) and Open Bank Sign Expression of Intent for a Potential USD 10 Million Line of Financing in Uzbekistan

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Islamic Corporation

The EoI sets out the intent to establish a Shariah-compliant LoF facility of up to USD 10 million from ICD to Open Bank to be deployed for the onward financing of eligible private sector projects, including small and medium-sized enterprises (SMEs) and corporates operating in the Republic of Uzbekistan

JEDDAH, Saudi Arabia, November 1, 2026/APO Group/ –

  • ICD and JSC Open Bank (Uzbekistan) have signed an Expression of Intent for a potential Shariah-compliant Line of Financing facility of up to USD 10 million
  • The facility aims to channel funds to eligible private sector projects, including SMEs and corporates across Uzbekistan
  • The potential Line of Financing facility intends to support job creation and SME growth, contributing to broader economic development in Uzbekistan
  • Open Bank, a privately owned digital bank licensed by the Central Bank of Uzbekistan, will serve as the intermediary institution to channel the funds to private enterprises

 




 
 

The Islamic Corporation for the Development of the Private Sector (ICD) (www.ICD-PS.org), the private sector arm of the Islamic Development Bank (IsDB) Group, and Joint Stock Company “Open Bank” (Open Bank) from Uzbekistan have signed an Expression of Intent (EoI) in Jeddah, Saudi Arabia, on 26 October 2026, for a potential Shariah-compliant Line of Financing (LoF) facility of up to USD 10 million, aimed at supporting eligible private sector projects in the Republic of Uzbekistan.

The EoI sets out the intent to establish a Shariah-compliant LoF facility of up to USD 10 million from ICD to Open Bank to be deployed for the onward financing of eligible private sector projects, including small and medium-sized enterprises (SMEs) and corporates operating in the Republic of Uzbekistan. The facility is designed to ensure that financing reaches productive segments of the economy in a manner consistent with Shariah principles and in line with the development objectives of ICD and Uzbekistan.

The intended facility reflects ICD’s commitment to expanding access to Shariah-compliant financial services in Central Asia. By working through Open Bank, a digitally oriented institution with a focus on retail and SME customers, the proposed LoF aims to direct resources toward businesses that can generate meaningful employment opportunities and contribute to sustainable economic growth in Uzbekistan. SME support of this nature plays an important role in strengthening the private sector and broadening economic participation across the country.

ICD’s development mandate centers on advancing private sector growth and improving livelihoods in its member countries through Shariah-compliant financing solutions. The intended LoF with Open Bank aims to contribute to job creation and SME support in Uzbekistan, outcomes that align with ICD’s broader objective of fostering inclusive and sustainable economic development across the IsDB Group’s member countries.

Distributed by APO Group on behalf of Islamic Corporation for the Development of the Private Sector (ICD).

 




 

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